Google Plus is a tough one to figure out. On the one hand, it’s got adoption rates that are off the charts. On the other, there’s a feeling of disappointment, like it’s not really found the need it fills that Facebook doesn’t. Altimeter Group’s Jeremiah Owyang believes Google Plus has a perception problem. He lists three main reasons: Facebook pulls a Marcia Brady and hogs the spotlight; the social network isn’t too compatible for brand pages yet; and it’s still dwarfed by Facebook’s 845 million users. The problem might be more fundamental. Google is learning the lesson that caused its competitors in search to bang their heads against the wall. No matter what non-Google search engines did to innovate, people still thought of Google as search and vice versa. In order to switch, Bing would need to be 50 percent better. The same’s true in social. Facebook is social networking for most people, end of story. Here’s Owyang’s vision of how Google Plus can win:
To win, Google needs to focus on public perception beyond just building a platform.Google+ continues to integrate the social features with the newly updated homepage on Google.com and we should continue to see it span across their set of products now that they’ve consolidated their profiles which has caused privacy woes. Google knows they must make their social platform work, to meet the needs of the modern Web, as advertising dollars shift to other social networks. They must not only double down on building a successful platform for users, brands and their business model, but must also do proactive media, press and influencer outreach.
Member ExclusiveMedia Briefing: A timeline of media unions’ actions this quarter
Media unions are working to get contracts signed by the end of the year, and are using strikes, pickets and rallies to try and accomplish those goals.
BuzzFeed, Hearst, other publishers, replace lavish holiday parties with more subdued celebrations
BDG, BuzzFeed, Hearst and The Washington Post will host in-person holiday parties this year, though they will not be the stereotypical soirées.
Member ExclusiveMedia Buying Briefing: The latest media agency estimates for 2023 revenue are out and they remain, well, upbeat
Two holding company media agency analysts continue to hold a more positive, if slightly tempered outlook on 2023 given strong results for 2022.
SponsoredHow Comscore is simplifying pre- and post-campaign measurement for advertisers
Produced in partnership with Marketecture The following article provides highlights from an interview between Greg Dale, Comscore’s general manager of digital, and Mike Shields, co-founder of Marketecture. Register for free to watch more of the discussion and learn how advanced advertising measurement is providing advertisers access to the deep data they need across all platforms. […]
The case for and against publishers continuing holiday-specific commerce coverage post-Black Friday weekend
Black Friday is over but publishers are up in the air about whether or not to continue covering holiday sales in the lead up to the holidays.
Why PMG’s Nike win doesn’t seem all that unusual for the indie media agency
The Texas-based independent agency continues to grow its roster of clients after landing Nike's media AOR business for North America.